We all have that friend who somehow knows the latest brands, the season's must-have products, and where to find the best deals at the snap of a finger. In years past, this friend was an enigma, making us wonder how does she (or he) do it?
Today, we can all be that friend. SuperShoppers are a new breed. They're savvy mobile users who are open to new products and brands. They're constantly on a quest for the best. And they keep on shopping well after the holiday crowds have dissipated.
They keep their options open
Last year, more than 50% of holiday shoppers said they were open to purchasing from new retailers. More than three-quarters of smartphone shoppers who generally go to the same physical stores, are very open to new retailers and brands online. Mobile makes it easy to explore an abundance of options no matter when or where someone is shopping.
Mobile is their muse
It used to be that shoppers would thumb through catalogs or stare longingly at the holiday window displays, but mobile is now the SuperShopper's go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into stores.
But they're not only making purchase decisions, they're discovering new brands and products along the way: More than half of smartphone users have discovered a new company or product when conducting a search on their phones.
They want the best, not the cheapest
We revealed in July that shoppers are on the "quest for the best," and this still rings true more than ever. Last holiday, mobile searches related to "best gift" grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%.
But SuperShoppers don't only want the best; they want personalized, unique, cool gifts. Mobile searches related to "unique gifts" grew more than 65%, while mobile searches related to "cool gifts" grew more than 80%. They're also willing to do the research to make the best decision: On YouTube, mobile watch time for product review videos has grown 60% year over year.
Mobile is their door-to-the-store
Although more and more people are willing to buy on mobile, we know that mobile is still used primarily as a door-to-the-store. In fact, 76% of people who search for visit a something nearby on their smartphone related business within a day, and 28% of those searches result in a purchase.
SuperShoppers are the new norm!
Marketers who adjust their plans accordingly will be positioned for a happy holiday season and a successful 2017.